Employer Brand Attractiveness and Interest of Young Specialists to Work in Russian and Foreign Companies

In today's highly competitive business environment, human capacity is one of the most significant competitive advantages that enable companies to increase efficiency and also strengthen their position in the market. A special role in the formation of personnel is played by young specialists - senior students and graduates of leading universities that are increasingly entering the labor market. In order to attract the most promising and talented young specialists, leading Russian and international companies, pay increasing attention to the development of their employer brand, as well as the development of the Employer Value Proposition (EVP), which conveys the benefits that employees receive while working in the company. The general purpose of my research is to prove the importance of EVP development and to identify key indicators of the employer attractiveness for graduate employees. The object of my research is Human Resource Management (HRM) system of organizations that includes employer branding and graduate recruitment activities. The subject of my research are graduates born between 1993 and 2000 as potential employees of the companies. In the first chapter, the theoretical aspects of employer branding are presented. The second chapter frames the concept of EVP, graduate recruitment and generations’ attitudes to work. In the third chapter, the results of graduates’ career expectations survey are described and analyzed. The result of my thesis is offering recommendations for companies in the field of communication with young professionals, potential employees of companies, and the development of EVP.